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Chrysler Begins US Fiat Dealer Network Selection

The dealer selection process for the reintroduction of the Fiat brand in the United States has already started, Chrysler announced today, with about 125 markets from approximately 41 states identified by the automaker. Selected dealers will begin selling the new Fiat 500 later this year, with the Fiat 500 Cabrio scheduled for market debut sometime next year.

There will also be a performance version introduced to the lineup in 2012, that will be marketed under the Abarth brand.

"The Fiat dealer network will be appropriately sized to serve the market opportunity," Peter Grady, VP of Network Development and Fleet at Chrysler Group LLC, said in a release. "Our vision is to establish a dealer network that will reflect and enhance the brand's reputation for innovation and fun, and will offer a unique, personalized customer experience."

According to Chrysler, in order to be eligible dealers must show how they will market, sell and service Fiat vehicles. Dealer Application Guides are resumed below:
  • Location – The majority of dealerships will be located in the identified markets.
  • Eligible Dealers – Proposals from Chrysler Group's best performing dealers will have preference in the identified markets.
  • Dealer Performance – Chrysler Group will evaluate interested dealers on volume performance, minimum sales responsibility accomplishment, capitalization and overall Dealer Standards score. In addition, the company will individually evaluate the proposed facility and customer handling metrics.
  • Fiat Facility – A completely separate facility will be required to represent the Fiat brand.
  • Fiat Team – A separate Fiat team will be required to sell and service the Fiat brand.
  • Fiat Standards – Fiat standards will be unique from existing Chrysler Group Dealer Standards.
  • Financial – Dealer candidates will have to show that they have the financial resources necessary to support the introduction of the Fiat brand.
The American carmaker plans to officially announce its U.S. Fiat dealer network locations this September.
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